Sökning: "brands as resources"

Visar resultat 21 - 25 av 101 uppsatser innehållade orden brands as resources.

1. 21. Staying competitive with the help of social proof - A quantitative study on the strength of different social proof tactics in an online context and the moderating effect of brand equity

   C-uppsats, Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

   Författare :Marcus Hagström; Teo Bodin; [2021]
   Nyckelord :social proof; e-commerce; popularity information; customer reviews; brand equity;

   Sammanfattning : The recent growth in global e-commerce sales caused by the Coronavirus pandemic has created cause for retail brands to re-evaluate the employed social influence tactics on their online product pages in an effort to remain competitive. Two tactics which are commonly used on these online product pages are popularity information statistics and customer reviews. LÄS MER

3. 22. Looking Good and Feeling Green : Exploring drivers and barriers to sustainability initiatives in Swedish fashion SMEs

   Magister-uppsats, Uppsala universitet/Företagsekonomiska institutionen

   Författare :Doreen Avi; Martin Kallur; [2021]
   Nyckelord :small and medium enterprises SMEs ; fashion industry; sustainability; drivers; barriers; theory of planned behaviour TPB ; pro-sustainability ethics;

   Sammanfattning : With growing concern around the fashion industry’s socio-environmental impact, the industry has come under intense scrutiny by researchers as well as stakeholders. Research on the industry’s negative impact has focused largely on large, international enterprises, failing to recognize the role of small and medium enterprises. LÄS MER

4. 23. Identifying Dimensions of Employer Attractiveness in Startups : The Case of Swedish Tech Startups

   Master-uppsats, KTH/Industriell Management

   Författare :Cristina Gadibadi; [2020]
   Nyckelord :employer branding; employer attractiveness attributes; EmpAT Scale; startups; startups attractiveness; Swedish startups; arbetsgivarvarumärke; arbetsgivarens attraktionskraft; EmpAT Scale; startups; startups attraktivitet; Svenska startups;

   Sammanfattning : Human capital is recognized as the foundation of a firm's competitive advantage (Messenböck et al., 2015; Berthon et al., 2005). LÄS MER

5. 24. Silent waters – Diving beyond the resource nexus : A critical case study of clothing brands on water sustainability issues

   Master-uppsats, Uppsala universitet/Institutionen för geovetenskaper

   Författare :Celina Thaller de Zarate; [2020]
   Nyckelord :Sustainable development; integrated nexus approach; problem representation; water; feminist research; clothing industry;

   Sammanfattning : The clothing industry can be linked to problematic issues of social equity and environmental sustainability worldwide. This is manifested in the every-day consumer behavior of industrialized societies, which heavily relies on geographically distant labor and resources. LÄS MER

7. 25. The Quest for the Holy Grail : How Nordic sports businesses incorporate sustainability and how it can be used as a strategy for competitive advantage

   Master-uppsats, Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Författare :Aleksi Leino; August Rosén; [2020]
   Nyckelord :Corporate sustainability; Nordic sports businesses; competitive advantage; sustainability marketing; branding; greenwashing; the UN Goals for Sustainanable Development.;

   Sammanfattning : Creating a competitive advantage is often contextualized as the finding the Holy Grail of strategy. This study examines how Nordic sports businesses incorporate sustainability and how it can be used as a strategy to create a competitive advantage. LÄS MER